Amazon Instant Video has now surpassed Hulu and Apple in total video streaming traffic.

According to a report from Qwilt, Amazon Instant Video now ranks third in total streaming traffic among US broadband subscribers. This puts the online retail giant ahead of Hulu and Apple, but still behind YouTube and current champ Netflix.

"We’ve invested hundreds of millions of dollars in great TV shows and movies for Prime members and it’s working," said Bill Carr, VP of Digital Video and Music for Amazon. "As part of their membership, Amazon Prime members can watch their favorite movies and television shows on an unlimited basis, and as we add original content like 'Alpha House,' 'Bosch,' 'The After,' 'Mozart in the Jungle' and 'Transparent,' we have no doubt that customers will be even more delighted with the selection available. And now, with Fire TV, customers have the easiest way to access this content."

Qwilt also points out that Amazon's streaming usage in the US has increased about 94% over the last 12 months and nearly 300% in specific US operator networks. This dramatic increase in its video streaming presence has allowed the company to climb ahead of Hulu and Apple, rising from fifth place in 2013 to third place in 2014. Amazon's Prime Instant Video is available on a variety of smart TVs and streaming devices, including the company's recently released Amazon Fire TV. The service currently charges $99 per year and gives users access to a growing library of streaming content, including many exclusives like Fox's '24,' the BBC series 'Orphan Black,' FX's 'The Americans,' and NBC's 'Hannibal.'

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